CVS Launches New Miami Format To Build Latino Community Presence

CVS/pharmacy has launched a new store concept in Miami, CVS/pharmacy y mas, to provide enhanced, personalized service to the Hispanic community. A dozen CVS/pharmacy y mas stores, including 11 remodeled and one new location, feature a fully bilingual staff, the addition of more than 1,500 established Latino-oriented products, more competitive pricing on hundreds of items, and new services unique to a national retail pharmacy, the company reported.

Beyond the noted product initiative and bilingual customer service, features unique to CVS/pharmacy y mas include:

A fully staffed fragrance counter featuring a large assortment of designer fragrances at prices pegged lower than those at department stores.

A digital service center featuring an authorized dealer and payment center for metroPCS, utility, phone and cable bill payment services.

Money transfer services to a select group of countries.

Cafecito Cuban coffee served at the pharmacy at 10 a.m. and 3 p.m., daily.

An OTC Health Solutions Counter providing customers with a dedicated space to pick up over-the-counter products that are covered by their health insurance provider, a service that launches later this year.

The CVS/pharmacy y mas launch follows CVS Health’s 2014 acquisition of Miami-based Navarro Discount Pharmacy, the largest Hispanic-owned drug store chain in the United States. 

“With more than 7,800 stores across the U.S., we understand that our retail pharmacies should not be one size fits all for the diverse communities we serve,” said Helena Foulkes, president of CVS/pharmacy. “CVS/pharmacy y mas stores are designed to be a place where our Hispanic customers feel at home to receive our best-in-class pharmacy service, along with personalized products and services to better meet their diverse needs.”

She added, “We have leveraged the expertise and experience of Navarro’s successful history of serving Hispanic consumers to create CVS/pharmacy y mas.”